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What do you do if your Marketing Analytics performance needs a boost from technology?

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As a marketing executive, you know how important it is to measure and optimize your campaigns, channels, and customers. But what if your marketing analytics tools and processes are not delivering the insights and results you need? How can you leverage technology to boost your marketing analytics performance and achieve your goals? In this article, we will explore some of the common challenges and opportunities for improving your marketing analytics with technology, and offer some practical tips and best practices to help you get started.

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1 Assess your current situation

The first step to improving your marketing analytics performance with technology is to assess your current situation. What are the key metrics and KPIs that you are tracking and reporting on? How accurate, reliable, and timely are your data sources and systems? How well are you integrating and analyzing data from different platforms and channels? How are you communicating and visualizing your insights and recommendations to stakeholders and decision-makers? By answering these questions, you can identify the gaps and pain points in your current marketing analytics setup, and prioritize the areas that need improvement.

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Alice Bedward

Performance Marketing Manager | PPC, Paid Social, Display & App Specialist
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To assess where technology can boost your marketing analytics performance, begin by identifying gaps and inefficiencies. Look for outdated tools or software that limit your analysis, scattered data across disconnected platforms, and a high amount of manual effort in processes like data cleaning and report generation. Also, examine if bottlenecks exist within your team's collaboration and data sharing practices. These areas highlight where technology could potentially streamline workflows, integrate data sources, and automate time-consuming tasks.

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Sam Errama

NADA Academy Graduate NADA-418
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Assessment: Begin by evaluating your current marketing analytics tools and processes to pinpoint areas for improvement. Research: Explore available technologies that can address your specific needs, such as advanced analytics platforms or automation tools. Collaboration: Work closely with your IT department or technology vendors to discuss potential solutions and determine implementation requirements. Proposal: Develop a compelling proposal outlining the benefits and ROI of investing in new technology to boost marketing analytics performance. Testing: Conduct pilot tests or trials to assess the effectiveness of the chosen technology before full implementation.

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2 Define your objectives and requirements

The next step is to define your objectives and requirements for enhancing your marketing analytics with technology. What are the specific goals and outcomes that you want to achieve with your marketing analytics? How do they align with your overall business strategy and marketing plan? What are the key features and functionalities that you need from your technology solutions? How much budget and resources do you have available for investing in technology? How will you measure and evaluate the success and impact of your technology initiatives? By clarifying these aspects, you can set realistic and achievable expectations and criteria for selecting and implementing your technology solutions.

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Kirill Kasimskiy??

Co-Founder @ Elly Analytics l Bridge ?? Marketing Efforts and Revenue
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A practical step is to explore and engage with a variety of vendors offering cutting-edge analytics solutions. Many vendors provide free demos, trials, or consultations including us at Elly Analytics that can give you insights into how their technology can enhance your analytics capabilities. This process not only allows you to assess different tools and platforms for the best fit with your current setup but also equips you with industry insights and best practices to improve your marketing analytics strategy without immediate investment.

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3 Explore your technology options

The third step is to explore your technology options for improving your marketing analytics. There are many solutions that can help with different aspects, such as data collection, integration, management, analysis, visualization, reporting, and optimization. Examples include data platforms and warehouses for storing and processing large volumes of data from various sources, data integration and ETL tools for connecting and transferring data from different platforms and channels, data quality and governance tools for accuracy and consistency of your data, analytics and BI tools for advanced analysis and forecasting, data visualization and dashboard tools for creating interactive reports and charts on insights, as well as marketing automation and optimization tools for automating campaigns and customer journeys. Research the features, benefits, costs, and reviews of these technology solutions that match your objectives. Additionally, consult with experts or peers who have used them before.

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Adrian Avgerakis

Associate Director, Marketing Science at OMD
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In my experience we are currently working to integrate AI tools into our work and into our product offerings. These tools have the capability to cut down on busy work for our team and allow us to focus on important strategy and insights. AI tools should be approached with caution in terms of privacy, but where they can be used has the potential to lead to huge leaps in efficincy.

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4 Implement and integrate your technology solutions

The fourth step is to implement and integrate your technology solutions for enhancing your marketing analytics. This involves planning and executing the technical, operational, and organizational aspects of your technology projects, such as installing and configuring your solutions according to your specifications and best practices, testing and troubleshooting them to ensure their functionality and performance, integrating and synchronizing them with existing data sources and systems, training and educating your team and stakeholders on how to use them, as well as monitoring and maintaining them to ensure their reliability and security. To ensure success in this process, you should follow a structured and agile approach while involving your team and stakeholders throughout.

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5 Evaluate and optimize your technology performance

The final step is to evaluate and optimize your technology performance for improving your marketing analytics. This involves measuring and analyzing the results and impact of your technology solutions on your marketing analytics, such as data quality, availability, and accessibility, as well as analytical capabilities, insights, and recommendations. You should also assess the efficiency, productivity, and collaboration that your technology solutions have increased, in addition to their contribution to your marketing performance, outcomes, and ROI. To do this effectively, quantitative and qualitative methods should be used, while feedback and suggestions should be collected from team members and stakeholders. It is also essential to keep track of the latest trends in marketing analytics technology and search for new opportunities to improve and innovate your technology solutions.

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Deepak Chopra

Data Science Addict | currently @ Meta (Facebook) | ex-dunnhumby | ex-Target
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The culmination involves a comprehensive assessment of technology performance in enhancing marketing analytics. Beyond evaluating the impact on data quality and accessibility, delve into the analytical capabilities and insights facilitated by your technology solutions. Gauge the efficiency and collaborative aspects these solutions bring to your team's productivity. Employ both quantitative and qualitative methods, gathering feedback from team members and stakeholders. To stay ahead, stay attuned to emerging trends, ensuring a continuous cycle of improvement and innovation in your technology stack.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What do you do if your Marketing Analytics performance needs a boost from technology?

1

2

3

4

5

6

1 Assess your current situation

2 Define your objectives and requirements

3 Explore your technology options

4 Implement and integrate your technology solutions

5 Evaluate and optimize your technology performance

6 Here’s what else to consider

Marketing Analytics

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What do you do if your Marketing Analytics performance needs a boost from technology?

1

2

3

4

5

6

1 Assess your current situation

2 Define your objectives and requirements

3 Explore your technology options

4 Implement and integrate your technology solutions

5 Evaluate and optimize your technology performance

6 Here’s what else to consider

Marketing Analytics

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